As cannabis consumption becomes an increasingly mainstream activity, newly formed venture 420 Entertainment Group is gearing up to debut 420TV , a free, sponsor-supported online video channel to be stocked with scripted and unscripted shows covering marijuana culture, news and entertainment. The name, of course, is a reference to 4:20 the time of day pot enthusiasts have long observed for toking up. Thats now extended to April 20, celebrated around the world as Weed Day. The joint (ahem) venture partners behind 420 Entertainment are OwnZones Media Network , an over-the-top technology and content distributor; Genesis Media, whose investors include the principals behind some the U.S.s largest medical marijuana cultivation and distribution companies (not to be confused with New York-based video-ad analytics vendor Genesis Media ); and Alex Nahai, a former Hollywood agent who runs his own entertainment and branding company. OwnZones, which is leading the JV, declined to identify the backers of the Genesis Media that its working with on 420 Entertainment. The 420TV channel, currently slated to hit in the third quarter of 2017, will feature original episodic series, as well as long- and short-form news, information and entertainment content focusing on all things cannabis. The JVs partners hope to attract a diverse group of viewers, ranging from millennials to Baby Boomers who are either curious about or have adopted the cannabis lifestyle, said OwnZones founder Green Rush and CEO Dan Goman. But why? Theres a ton of pot-related content online already, as well as on TV including Vicelands Weed Week programming block this week, HBO comedy High Maintenance and Netflixs forthcoming Kathy Bates-starrer Disjointed from Chuck Lorre . Goman says 420TV will stand out by serving an audience thats never had a video channel fully dedicated to pot, and he noted that all content will be shot in 4K Ultra HD format.